PCA&D Admissions Guide: Copywriting & Content Structure Case Study
A print admissions guide for prospective art students, written to help demystify the portfolio submission process. I contributed to and tightened the prose throughout, and applied SEO-informed content structuring — normally reserved for on-page web content — to a print piece, so the guide's headings, hierarchy, and section logic could also translate cleanly if repurposed as web or blog content.
- Category: Copywriting, Content Editing, SEO-Informed Structure (Print)
- Client: Pennsylvania College of Art & Design
- Role: Copywriter, Content Editor
- Skills Used: Prose editing and tightening, keyword-informed heading and section structure, audience-focused messaging, print/web content parity.
- Result: A clearer, more scannable admissions guide for a high school audience, structured so its headings and hierarchy could double as SEO-friendly web content if repurposed.
Context
Admissions guides like this one are handed to prospective art students who are often unsure how to even begin assembling a portfolio. The goal was to make the guide feel approachable and easy to scan while still covering everything an admissions office needs to see — a needle print pieces have to thread just as much as web pages do.
Beyond tightening the prose itself, I applied web SEO thinking — clear, keyword-forward headings, scannable numbered sections, and a logical content hierarchy — to the print layout, so the guide's structure would hold up if it were ever adapted into blog or landing page content down the line.
The Approach
- Tightened prose throughout for clarity and tone, keeping the voice approachable for a high-school-age audience.
- Structured content into numbered, benefit-driven sections with descriptive subheadings that mirror natural search language (e.g. "Tips for Submitting Your Portfolio Digitally").
- Applied SEO-style heading hierarchy to a print piece, so it could be repurposed as web content without restructuring.
- Preserved the client's existing voice and structure while sharpening readability and flow.
The "7 Must-Knows for the Admission Portfolio" section, structured with numbered, scannable subheadings.
Presentation Tips section.
Tips for Submitting Your Portfolio Digitally.
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